EcommerceBytes Insider sat down with Julie Niehoff, Constant Contact's Regional Development Director for Texas, to get some inside tips on how to make the most of email marketing for online merchants. Julie has more than ten years of marketing communications experience, specializing in technology marketing. She successfully launched her own consulting business, and co-founded an online resource website for event planners.
Julie specializes in helping small businesses, associations and organizations utilize technology as a part of their marketing plan, as well as build effective relationships with their customer and member base.
EBI: What is email marketing, and where does Constant Contact fit in?
Julie Niehoff: Email marketing is one of the most powerful marketing tools available today. When you add email to your marketing mix, you spend less time, money and resources than with traditional marketing channels like direct mail or print advertising. If you're already selling online it just makes sense - and it's easy! Using email marketing, in a few short steps, you can:
- Send great-looking, professional email newsletters, and announcements
- Build and manage your email addresses
- Communicate consistently with your customers and prospects
- Track which customers are opening your emails and what links they are clicking on
Constant Contact provides email marketing and online survey tools to help all types of small businesses and organizations create professional-looking email newsletters and insightful online surveys. Today, more than 200,000 customers worldwide trust Constant Contact to help them connect with their audience and build dialogue with their customers.
EBI: Can you explain how online merchants are using email marketing?
Julie Niehoff: All types of merchants - whether they sell clothing or jewelry, home goods or art - can use email marketing to build a relationship with their customers. Merchants understand how important repeat sales and loyal customers are and they appreciate an easy to use marketing method that supports these goals.
Moreover, by using email marketing to connect with customers, merchants have the benefit of knowing who is interested in what they are saying or selling. And every time a customer opens an email, the sender is planting a seed and reminding them, "I'm here when you need me."
EBI: Where should merchants start if they're thinking about email marketing?
Julie Niehoff: No matter what you are selling - launching an active dialogue with your customers takes just a few simple steps:
Step One: Build a list of people interested in hearing from you
Collect email addresses and request permission to send emails at every point of contact with your current and prospective customers and clients. For example, you can add a "Join My Email List" sign-up box on your website, add a section during the check-out process, and ask people you meet, such as when exchanging business cards, if they would like to join your email list.
Step Two: Decide what you want to communicate
Compelling content will engage your readers and make them more likely to keep reading; therefore, make your email campaigns useful, relevant, and interesting. It's important to send personalized communications that address your audiences' concerns and needs without being overly sales-oriented.
Step Three: Determine when you want to communicate
Developing a regular schedule will familiarize customers with the frequency of your email newsletter. For example, maybe you showcase one new product design, or offer a special coupon, at the beginning of the month – customers will anticipate and look forward to hearing about what's new this month. Evaluate your business calendar to make sure to include timely information and strategize the best time to communicate. Consistent and scheduled communication can strengthen the relationship that you are trying to build.
EBI: What's the most effective kinds of email marketing? Should I include individual products for sale, or offer coupons or shipping discounts in my letter to customers?
Julie Niehoff: Given the current economic client, online retailers both big and small are offering incentives to consumers. Retailers should carefully determine what makes sense for their bottom-line and plan discounts accordingly. Use sales, coupons, free shipping and repeat purchase incentives as a way to drive customers to your site. Consider adding a charitable donation match - in tough times, people are even more aware of those in greater need.
EBI: How can you be sure what your customers want to know?
Julie Niehoff: Online surveys are another affordable and effective online marketing tool that many retailers are using to communicate with their customer base. Where email marketing enables merchants to communicate to their customers, online surveys enable them communicate with their customers. Online surveys can provide invaluable information from your customers that you may otherwise never get. From customer preferences or demographic data to customer satisfaction feedback, the information you receive can give you a key to what your customers want. Ask them if they would prefer a coupon or free shipping or ask to share their experience with your products and services.
EBI: How often should I send my newsletter?
Julie Niehoff: There is no rule of thumb when it comes to frequency and it depends largely on your business and the type of newsletter you send out. If you're selling sports paraphernalia that changes seasonally you may opt to schedule your newsletters accordingly; whereas, a clothing retailer may send monthly newsletters featuring a new style. For most businesses, once or twice a month is a good target and no less than once per quarter. By paying attention to your reports and watching the open rates you'll learn what the right frequency is based on the percentage of people that are opening your emails.
EBI: Can you give us some examples of how online retailers have used email marketing to improve sales?
Julie Niehoff: Jewelry merchant, Bella of Cape Cod, grew their contacts from 1,500 to more than 6,000 in less than one year's time using Constant Contact and increased hits to their website from 1 million to 3.5 million. Bijoux, an Internet–based business has increased about 30% since we began sending their email campaigns.
EBI Insider Links for Constant Contact
Constant Contact Home Page
Link to Resource
Constant Contact Pricing Information
Link to Resource
Constant Contact Learning Center
Link to Resource
Bella of Cape Cod Case Study
Link to Case Study
Bijoux Case Study
Link to Case Study
